Introducing Trademark, The Pretty New Fashion Line From The Burch Family

We first heard rumors that Chris Burch’s daughters Alexandra ("Pookie") and Louisa ("Weezie") were working on a clothing line of their own in 2011, in a now-notorious New York Magazine profile which detailed that warlike Burch divorce. We didn’t think anything of it—and frankly, we soon forget about the yet-unnamed company, only to be reminded of it again briefly in 2012. However, the day has come for us to take Alexandra, 29, and Louisa, 24 (disclaimer: we feel ridiculous calling them by their nicknames), a little more seriously. Their line now not only has a name—Trademark—but its first press preview is also scheduled for today.

After three years in the making, the two are truly diving headfirst into their first collection, having created Americana-inspired clothes, shoes, handbags and jewelry for spring. Trademark will launch in full in February when their first New York store—2,600 square feet of swanky on Grand Street in NYC’s SoHo neighborhood—opens and the e-commerce site launches. And the numbers don’t lie: according to WWD, the label’s debut collection is "comprehensive," with 105 ready-to-wear pieces, 18 jewelry styles and 14 accessories looks. Woah.

Judging from shots taken by WWD at a recent studio visit, we have no doubt that Trademark will do rather well in the Spring 2014 market. Everything strikes that delicate balance between youthful and sharp, and it matched with sophisticated lines and nostalgic colors. After all, if fashion loves anything, it’s siblings who design together (see also: Rodarte, Dannijo, Dsquared2, etc).